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Condo'ss in Miami, traditional music & stores, gas-guzzling cars, pharmaceuticals that get bad press and foods made with trans fats: All marketers, from time to time, confront products that, for whatever reason, become difficult to sell.

While the ultimate goal of marketing is to target products to customers who are ready to buy, occasionally products or services require an additional push. When that happens, marketers need creative ideas to tide them over until the market returns or the company is able to change strategic direction, according to Wharton faculty and marketers. "From the individual marketer's point of view, there are times you feel selling something is impossible. But if you think more about it, there are so many different kinds of customers out there. You just need to find them," says Wharton marketing professor